It finally happened. Snapchat's parent company Snap, Inc. filed for a $3 billion initial public offering on Thursday, offering the world a highly-anticipated look inside the secretive startup's finances, operations, and plans for the future.

Snap declares itself a "camera company," after all, so the US Securities and Exchange Commission filing was chock-full of images, diagrams, and charts.

Most users are still in North America, but they're expanding all over the globe.

These days, each user generates just over $1 per quarter on average.

You can see how users have grown over time as the company has released different products.

"We strive to provide products that empower our community to express themselves, live in the moment, learn about the world, and have fun together," Snap writes about its new Spectacles product. "We believe that the camera is the starting point for the future of mobile interaction, entertainment, and education."